Backed by prestigious entities such as SBI, Y Combinator, and Apis Partners and incubated by PayPal, Cashfree Payments stands out in the competitive financial technology sector.
With limited prior focus on extensive branding, Cashfree Payments faced the challenge of establishing a strong market presence. The campaign needed to resonate with young entrepreneurs, D2C companies, and startups—demographics that form the backbone of modern business innovations and are pivotal in driving forward the fintech landscape.
Understanding the essence of the startup culture in India, we designed the campaign around the universal sentiment of missed opportunities captured in the phrase, “Yeh Mera Idea Tha.” This concept struck a chord with anyone who had seen a business flourish from an idea they once had but did not pursue.
We rolled out a series of three engaging videos featuring popular actors Naveen Kasturia and Badri Chavan from The Viral Fever, tapping into their strong connection with the youth. The videos effectively communicated the importance of having a reliable payment solutions partner like Cashfree Payments to transform an idea into a successful business venture.
The campaign leveraged multiple platforms for a wide-reaching impact, including press releases, social media, and third-party site promotions. The engaging content was distributed across digital channels like DV360 and OTT platforms such as Hotstar and Spotify, resulting in significant viewer engagement and interaction.
Brand search clicks (Nov vs Jan)
Brand search impressions (Nov vs Jan)
VTR higher than benchmark view through rate (OTT)
CTR higher than benchmark click through rate (OTT)
Viewers reached via SonyLiv
Viewers reached via SonyTv
PR Coverage In National Publications
Increase in share of voice during The campaign
Increase in overall brand lift
Increase in total website traffic (273k vs 94k)
Increase in searches for “Cashfree Payments” improved impression share on Razorpay by 23%
Impressions on Hotstar, Spotify, DV360, etc.
Video Views
Overall Impressions
Trend Impressions
Impressions
Clicks
Video views
Brands Engaged
Total Impressions
Total Engagements
Cashfree Payments' "Yeh Mera Idea Tha" campaign marked a significant milestone in the company's marketing strategy, effectively establishing its brand in the competitive fintech space. By tapping into the psyche of young entrepreneurs and leveraging robust digital strategies, Cashfree successfully demonstrated the transformative impact of having a strong payment solutions partner, thus enhancing its market position and setting a high standard for future branding initiatives.
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